This thesis explores the behaviour of different types of individuals (i.e., traders, experimental subjects) in financial markets under two different environments. It consists of three chapters/papers. Chapters 2 and 3 focus on an electronic market environment where traders submit orders through an electronic platform (i.e., electronic (limit) order book). Chapter 4 develops a portfolio choice problem – implemented in a laboratory environment - where subjects choose under risk, the allocation of wealth between two assets. Chapters 2 and 3 develop a dynamic continuous-time model of trade in a single financial asset under two different setups. In chapter 2 under the Single-Market scenario, the set of preferences of all market participants is a...